Puma AG’s latest venture into celebrity territory is the Luke Wilson and Johan Edfors Special Edition Golf Collection for men and women, inspired and endorsed by the actor and pro golfer.
This story first appeared in the March 26, 2008 issue of WWD. Subscribe Today.
The concept “goes back to our sport lifestyle mantra,” said Robert Philion, International Business Unit manager for Puma Golf. Wilson and Edfors embody the Puma ideology of fusing athleticism with aestheticism, evincing their signature, easy styles as part of an active lifestyle, Philion said.
With this collection, Puma hopes to add luster to its expanding golf line, launched in March 2006. The spring-summer 2008 line offers slick jacquard cuffed shorts, fitted blazers and piqué polos, and accessories that incorporate technology such as Smart Quill traction control on golf shoes.
The special edition line for men and women wholesales at prices that range from $65 to $140 for apparel and $65 to $250 for bags and shoes. Streamlined Fifties silhouettes pop with bold metallics, Op Art prints and dashes of color.
“The designers felt [the Fifties] was a really iconic era in sport, golf and fashion, and we’ve taken vintage looks and updated them with contemporary details,” Philion said.
The line’s confident colors and hint of flash is attributable to Wilson and Edfors themselves, who provided creative input throughout the collection’s development.
Cheeky abstract prints in pistachio green and jet black line structured cotton blazers with contrast pocket detailing, and are paired with fitted polos in sumptuous silk jersey. Novelty knits in merino wool can dress up the collection’s swingy black skort or sharp high-waisted pants, while silver golf shoes and metallic weekender bags lend a youthful flair.
“In this special edition collection, you can easily see the chrome inspiration,” Philion noted. “Put a bit of bling in your swing is what we say.”
With Puma is still in talks with retailers at press time, the company has confirmed that California-based Lady Golf and Olympic Golf will be selling the line, along with the Edwin Watts Gold Shop in Orlando, Fla., and Golfdom in Pennsylvania’s King of Prussia Mall.
Puma declined to give first-year sales projections. The decision to limit the number of retailers offering the line to 20 to 25 was key to Puma Golf’s growth strategy as a brand, Philion said.
“By being extremely limited and selective, we hope to drive desirability,” he said. “We are not in this to be the biggest company, but the most desirable.”